Who created this media message?  Why?

RJ Reynolds Tobacco Company created this message to introduce its new product, Camel No. 9 Stiletto cigarettes. This version is a longer, thinner version of the regular No. 9s.

Who is the target audience?  What text, images or sounds suggest this?  

The target audience is probably women, ages 13-25. Marketing in general often encourages young women to be fashion conscious, and in this particular ad, the reference to a stiletto implies that these cigarettes are a fashion accessory, just like the high-heel shoe. The color pink, often associated with girls and femininity, is emphasized in the product packaging and is echoed in the pink stripes on the left side of the ad. The use of light pink flowers and lettering in the background also imply ideas of feminine identity. The packaging of the cigarette box and the name of the cigarette both mirror the packaging of Chanel No. 5 perfume for women. Chanel No. 5 is considered to be the most famous scent in the world with the company claim that a bottle is sold every 30 seconds.

The ads have also been placed in glossy fashion magazine such as Vogue, Fashion Rocks, and Glamour which have a high percentage of female readership.

What is the text (literal meaning) of the message?

The text of the ad includes a white frame around a black background, two pink stripes on the left side, faded pink flowers and lettering in the background, and in the foreground an image of two black boxes of cigarettes—one with pink trim (regular) and the other with mint green trim (menthol). The words “Now available in Stiletto” are at the top of the page and beneath the boxes of cigarettes reads “No. 9 100’s.” The boxes of cigarettes have images of a camel on the front, and above it, the brand-name logo “Camel.” The surgeon general’s warning is in a white box in the bottom left-hand corner of the ad, ingredient information with a website is directly above it, and the copyright information is in the bottom right-hand corner.  

What is the subtext (unstated or hidden message)?

Camel No. 9 Stiletto cigarettes, and the women who smoke them, are feminine, sophisticated, glamorous, and sexy. Cigarettes are part of what it means to be a woman. Cigarettes are pretty. Cigarettes are a fashion accessory. Camel No. 9 really understands the needs of women smokers. Cigarettes are made from pink camels.

What kind of lifestyle is presented?  Is it glamorized?  How?

A lifestyle of femininity and fashion.

What values are expressed?

The values expressed are sophistication, femininity, and fashion.

What tools of persuasion are being used?

Symbols — The color pink and the flowers are used to symbolize femininity. The design of the box is used to symbolize a famous brand of perfume.

The Big Lie — Cigarettes are not perfume, and do not smell like perfume.

Simple Solutions — The idea is that using this product will automatically make a young woman accessorized and sophisticated.

Diversion — Pretty packaging is used to divert attention away from the fact that Camel No. 9 Stiletto cigarettes are just as deadly as any other brand.

Timing — The Stiletto version was introduced to coincide with the fall fashion magazine spreads.

See "The language of persuasion"

What healthy messages are communicated? What unhealthy messages are communicated?

This ad appears to have no healthy messages.

The primary unhealthy message communicated is that smoking is an extension of female identity and female power.

What part of the story is not being told?

Girls and women have long been targeted by the tobacco industry beginning in 1929 when Edward Bernays staged an event in New York City’s Easter Day Parade. He hired debutantes and models to smoke while walking on the arms of wealthy well-dressed men. The event was highly photographed, and the cigarettes were referred to as “torches of freedom.” As a result, he was able to change the public perception of women smoking and make it more acceptable.

        Various tobacco campaigns have targeted girls and women over the years, often with a message that smoking cigarettes will help keep them thin by curbing their appetites, or by connecting the act of smoking to women’s liberation.

        Cigarettes are not a fashion accessory. Tobacco products kills a third of the people who use them.

On August 15, 2007 dozens of women's and public health organizations called on RJ Reynolds Tobacco Company to remove from the market its Camel No. 9 cigarettes. RJ Reynolds has not yet removed its product.

If you would like to send a letter to RJR, please visit the Campaign For Tobacco Free Kids at http://tfk.grassroots.com/FDA2007/FDA032107/.